Challenge
Confluent Health is a nationwide network of therapy and rehab services with over 1,500 sites of care. Their multiple business units educate and upskill clinicians and therapists, provide workplace health solutions, and develop innovative technology offerings that power hybrid models of care.
What the business lacked however was a compelling brand positioning that gave Confluent Health a unifying story that worked across all its units, resonated across multiple audiences, and demonstrated how its value was greater than the sum of its parts.
With a new CEO at the helm and a fresh leadership team, Confluent Health asked Brandpie to meet this challenge and develop a brand strategy that would bring to life a newly focused enterprise strategy.
Idea
The creative idea of ‘We make you stronger’ was at the heart of our solution. Confluent Health is effectively an enterprise made up of musculoskeletal experts that make people and businesses stronger. This idea was at the core of the brand strategy we developed and informed a new purpose, ambition, positioning, brand pillars, and a comprehensive new messaging strategy and verbal identity.
‘We make you stronger’ grew out of a strategic insight that revolved around the scale of the problem that Confluent Health is built to address. America has a shockingly large pain problem. Every year, over 50% of the population experiences musculoskeletal (MSK) pain. And more than 20% of employees take time off work due to MSK issues.
We came to Brandpie with the enormous challenge of telling our story inclusive of 50+ brands, 4 distinct business units and numerous audience groups. They led us through a collaborative and engaging process that ultimately got our entire executive team excited about where we are going. We now have a complete brand identity that is simple, powerful, and lasting.Meg Dietzel
Chief Marketing Officer, Confluent Health
A single brand messaging platform for the entire business
Resolving or preventing these issues means addressing the root cause and making people stronger. But it also demands strengthening the industry. Across its business units, Confluent Health does this by educating and upskilling clinicians and therapists. By setting new industry benchmarks, delivering on-going training in specialized areas, innovating hybrid models of care that enable both in-person and virtual care experiences. And by bringing workplace health solutions to business and employees.
In essence this means developing stronger talent, stronger capabilities, and a stronger ecosystem. It’s these three pillars that guide Confluent Health’s purpose – ‘Advancing healthcare solutions that make us all stronger’ – and shape their ambition – ‘To be America’s leading provider of MSK solutions, recognized for offering the most comprehensive, innovative and effective services, products, and resources.
